Film Marketing Plan

The main aim of film marketing is to get as much exposure to a targeted audience to sell your film
How to write a Film Marketing Plan

What is a Film Marketing Plan

A film marketing plan considers the film, audience and financial resources available to target a viable distribution strategy.

  • Define the Goal for your marketing campaign
  • Build your Brand
  • Find a highly defined core group of True Fans
  • Reach and engage your audience to sell your film

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When to start a Film Marketing Plan

Your marketing plan should already be part of your pre-production budget, right from the beginning. Even at script stage, scenes need to be identified that will be the standout points of your marketing campaign.

  • Script Stage: look for scenes that will get a response from your targeted audience
  • Pre-Production: book your behind the scenes team as well as cast for the shoot days where key art can be created
  • During Production: do interviews with key team and cast for your EPK Kit
Your Film Marketing Plan should be at minimum 30% of your total budget

How to create a Film Marketing Plan

  1. Plan your Schedule through to campaign launch
  2. Build a profile of your perfect audience member
  3. Define your genre and keywords
  4. Analyze the statistics, how many targets can you reach
  5. Build your website and create social accounts
  6. Find organisations, social influencers and partners to grow your email database
  7. Write relevant articles, press releases and design artwork
  8. Complete your EPK (Electronic Press Kit)

10 Tips for an Effective Film Marketing Campaign

  1. Start your film marketing strategy in pre-production as the message and tone has to be consistent right through your campaign.
  2. Decide on the colors, font, handle identity
  3. What time is your audience online
  4. Prepare your marketing message for different target markets, for instance a comedy can become a romantic film
  5. Build a relationship with your audience as you will engage them in your upcoming films as well
  6. You are aiming for a good opening run, after that it will be critics, media and word-of-mouth to sustain success
  7. Use film festivals as a strategic tool to build hype
  8. Market to your core audience, don't go for numbers
  9. Tailer everything to your audience
  10. Films that work on vod are genre, cast or large audience
Marketing gives you the ability to find fans that want to see your film, you just have to find them

Marketable Elements

  • Describe an element in your script and how you will use them and which targeted audience they relate to
  • Example: Car chase scene to be featured on poster and trailer as our primary audience watch action genre
  • Example 2: Dinner table scene to be featured in our social marketing to appeal to mothers and family orientated audiences

Marketing Partners

List who you will target as potential partners and why, for example 'toy manufacturers' if your film is related to children.

Similar Films

List similar films and how their audience relate to your film in terms of audience.

Marketing Strategy

Stunts: Describe how you going to create buzz in a specific location

Event Screenings: Describe specialized screenings to your target audience, example conferences or interest groups.

Press Events: Describe who you intend to invite to press screenings and why they cover your audience demographic.

Online Strategy: Who you are targeting online, example Facebook groups or Instagram, elaborate on their audience and numbers.

Advertising: Mention how you going to use online advertising, billboards, street posters, youtube pre-roll, etc in your campaign

Media Outreach

Newspapers:

  • List who your you intend to contact(ed) and why they (already attached or interested)

Radio Shows:

  • List who your you intend to contact(ed) and why they (already attached or interested)

Television Talk Shows:

  • List who your you intend to contact(ed) and why they (already attached or interested)

Podcasts:

  • List who your you intend to contact(ed) and why they (already attached or interested)

Film Festival Strategy

  • Name festivals you intend to apply to and why they relate to your film
  • Example: Telluride Festival as they focus on high art scene indiefilm
  • Example 2: Women’s International Film & Arts Festival as they concentrate on female led films
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Film Marketing Plan
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Film Marketing Plan Template